using design thinking in patient engagement€¦ · design thinking serves as a structured...
TRANSCRIPT
Using Design Thinking in Patient Engagement
Alan Glaseroff MD
I N SPIRATION ID EAS ACTI ON1 2 3
OBSERVATIONS
STORYTELLING
SYNTHESIS
BRAINSTORM
CREATE/ REFINE PROTOTYPES
USERFEEDBACK
Design thinking serves as
A structured problem-solving process
Innovation starts with uncovering real
people’s needs and behaviors
V I AB L E
D E S I R AB L E F E AS I B L E
F R A M E W O R K B Y I D E O
Extreme users highlight common
needs and behaviors
F R A M E W O R K B Y I D E O
Listening, observing & empathizing are ways
to find out what people really do and need
F R A M E W O R K B Y I D E O
OBSERVATION EM PATHY
Patients new to SCC struggled with:
1 - AM I ELIGIBLE?
It was unclear to patients who is and who isn’t eligible.
Patients new to SCC struggled with:
1 - AM I ELIGIBLE?
It was unclear to patients who is and who isn’t eligible.
2 - THIS IS TOO GOOD TO BE TRUE.
SCC’s offering is too far fetched from what patients
can envision.
Patients new to SCC struggled with:
1 - AM I ELIGIBLE?
It was unclear to patients who is and who isn’t eligible.
2 - THIS IS TOO GOOD TO BE TRUE.
SCC’s offering is too far fetched from what patients
can envision.
3 - I’LL TRY OUT A NEW CLINIC WHEN I H AVE TO.
High utilizers explore their options in non-
committal ways and are suspicious to engage
with a new clinic, until they have a pressing issue.
7 KEY ELEMENTS OF SCC
ELEMENT 1
THE TEAM CAREAPPROACH
CURRENT PATIENTS
With a team of trusted providers by
their side, SCCpatients experience
the benefits of becoming an
empowered patient in their care.
“At SCC my healthcareproviders
share the information about me
among themselves; they trust me,
they trust each other, and they
work hand-in-hand.”
“CORINE” (38
Patient at SCC
“At SCC it’snot about a doctor
telling me what to do. It’sabout
what we’re going to do together.
They give me confidence and take
the drama out of health care.”
“DAWN”
Patient at SCC
“Someone should be watching over
me. I don’t understand what it
takes to get a group of people
to watch over me, and make
sure that my condition doesn’t
get worse.”
“CARA” (62)
Eligible patient with
Family Medicine
“To my friend, coordinated care
means everyone knows every-
thing about you. That’snot true
of course but it’shard for me to
explain to her.”
“DAWN”
Patient at SCC
Eligible patients often feel left alone
and wish there was a care team by
their side, yet can’t envision how this
might work.
ELIGIBLE PATIENTS
ELEMENT 1
THE TEAM CAREAPPROACH
With a team of trusted providers by
their side, SCCpatients experience
the benefits of becoming an
empowered patient in their care.
CURRENT PATIENTS
“At SCC my healthcareproviders
share the information about me
among themselves; they trust me,
they trust each other, and they
work hand-in-hand.”
“CORINE” (38
Patient at SCC
“At SCC it’snot about a doctor
telling me what to do. It’sabout
what we’re going to do together.
They give me confidence and take
the drama out of health care.”
“DAWN”
Patient at SCC
From
FEELING LEFTALONE&SUSPICIOUS
To
BECOMINGANEMPOWEREDPATIENT
ELEMENT 1
THE TEAM CAREAPPROACH
DESIGN
Be uplifting, not overwhelming
ELEMENT 2
SCCAS CENTER FOR NAVIGATINGTHE HEALTHCARE SYSTEMCURRENT PATIENTS
Patients at SCCfeel supported
and confident they get the best
care available.
“When I havea question, I start
with my CareCoordinator. At
SCC I can rely on one doctors’
office when I am sick, and when
I am healthy. Everything gets
resolved here, not outside, in a dif-
ferent reality or by a third party.”
“DAWN”
Patient at SCC
“Asa patient you don’t always know
how to communicate with your
specialistsand tell them what’s
important to you. SCC helpedme
figureout how to ask my specialist
the right questions and feel more
confident talking with her.”
“CORINE” (38)
Patient at SCC
“Before joining SCC, I didn’t
understand how SCC could
have a relationship with my
specialists. I thought SCC may
not be able to handle me since
they can’t replace all of my
specialists.”
“CORINE” (38)
Patient at SCC
“This is my care team. They have
never met and don’t know each
other. My pharmacist sometimes
reaches out to my doctors, but only
if she has to. The first two times I
went to the ER and ended up in
hospital, my primary care physician
didn’t even know.”
“CARA” (62)
Eligible patient with
Family Medicine
Being forced to be at the center of
their care, eligible patients struggle
to understand how SCCworks with
their specialists.
ELEMENT 2
SCCAS CENTER FOR NAVIGATINGTHE HEALTHCARE SYSTEMCURRENT PATIENTS ELIGIBLE PATIENTS
Patients at SCCfeel supported
and confident they get the best
care available.
“When I havea question, I start
with my CareCoordinator. At
SCC I can rely on one doctors’
office when I am sick, and when
I am healthy. Everything gets
resolved here, not outside, in a dif-
ferent reality or by a third party.”
“DAWN”
Patient at SCC
“Asa patient you don’t always know
how to communicate with your
specialistsand tell them what’s
important to you. SCC helpedme
figureout how to ask my specialist
the right questions and feel more
confident talking with her.”
“CORINE” (38)
Patient at SCC
From
FORCEDTO BETHEORGANIZER
To
SUPPORTEDANDCONFIDENT
ELEMENT 2
SCC AS CENTER FOR NAVIGATINGTHE HEALTHCARE SYSTEM
DESIGN
Be approachable and friendly, not threatening
ELEMENT 3
SCC PUTS PATIENTSAND THEIR GOALS FIRST
CURRENT PATIENTS
Patients know that their healthcare
team at SCClistens to them and puts
an action plan in place that aligns with
the patient’s goals.
“At my first visit my doctor pulled
up a chair next to me, listened to
my story, and said, ‘You have a
valid point.’I just wanted to hug
her!”
“DAWN”
Patient at SCC
“At SCC my doctor gave me a little
tool so I could measure my blood
sugar, and I measured every day. I
was in control. I learned it’s im-
portant to know how your body is
working, and that made me feel
motivated.”
“JUAN”
Patient at SCC
Patients know that their healthcare
team at SCClistens to them and puts
an action plan in place that aligns with
the patient’s goals.
“I needed somebody to listen to me,
to go into my records and
acknowledge that I needed some-
thing else.Why am I not being
treated as a whole person. I’m not
just a bunch of symptoms.”
“CARA” (62)
Eligible patient with
Family Medicine
“Before joining SCC I felt like
they treated me like a lab project,
like an intellectual curiosity.”
“DAWN”
Patient at SCC
Patients with multiple chronic conditions
often feel studied rather than listened to.
CURRENT PATIENTS ELIGIBLE PATIENTS
ELEMENT 3
SCC PUTS PATIENTSAND THEIR GOALS FIRST
“At my first visit my doctor pulled
up a chair next to me, listened to
my story, and said, ‘You have a
valid point.’I just wanted to hug
her!”
“DAWN”
Patient at SCC
“At SCC my doctor gave me a little
tool so I could measure my blood
sugar, and I measured every day. I
was in control. I learned it’s im-
portant to know how your body is
working, and that made me feel
motivated.”
“JUAN”
Patient at SCC
From
FEELING STUDIED
To
FEELING LISTENED TO
ELEMENT 3
SCC PUTS PATIENTSAND THEIR GOALS FIRST
DESIGN
Be appreciative and respectful
ELEMENT 4
SCC PROVIDES HANDS-ON SOLUTIONS
CURRENT PATIENTS
Patients have experienced first hand
how their SCCteam helps them solve
issues in unconventional, hands-on ways
One patient felt lost calculating
the amount of insulin she need-
ed to inject. So SCC asked her
to send a pictureof her food to
her care coordinator, who would
reply with the amount of insulin
needed. After a month, the care
coordinator put together a binder
with her most common meals.
Leaving the ER with injuries
from a car accident, a senior
couple wasn’t able to take care of
themselves. SCC sent their nurse
to evaluate the situation. Know-
ing them and their life situation,
SCC quickly had their meals
organized through their local
church.
“One time, when I asked my
doctor whether I should do Jenny
Craig orWeight Watchers, she
disappeared to consult with a
colleague. When she came back,
she just told me that I should eat
whole foods. And that was it.”
“CORRINE” (38)
Patient at SCC
“My blood sugar had been out
of control for a while. I didn’t
understand that I had to do
something. My doctor would just
say impossible things that didn’t
make me want to do anything.”
“JUAN”
Patient at SCC
Patients too often are simply given facts
without a helping hand to translate
these facts into action.
CURRENT PATIENTS ELIGIBLE PATIENTS
ELEMENT 4
SCC PROVIDES HANDS-ON SOLUTIONS
Patients have experienced first hand
how their SCCteam helps them solve
issues in unconventional, hands-on ways.
One patient felt lost calculating
the amount of insulin she
needed to inject. So SCC asked
her to send a picture of her food
to her care coordinator, who
would reply with the amount of
insulin needed. After a month,
the care coordinator put together
a binder with her most common
meals.
Leaving the ER with injuries
from a car accident, a senior
couple wasn’t able to take care
of themselves. SCC sent their
nurse to evaluate the situation.
Knowing them and their life
situation, SCC quickly had their
meals organized through their
local church.
From
FACTSTo
HANDS-ONACTION
ELEMENT 4
SCC PROVIDES HANDS-ON SOLUTIONS
DESIGN
A little unexpected, uplifting
ELEMENT 5
SCC CARES FOR THEIR PATIENTSLIKE IN THE GOOD OLD DAYSCURRENT PATIENTS
Patients at SCCbenefit from personal
relationships and small town feel.
“When I call, they already know
it’sme. I don’t have to verify my
identity. They can tell by my
voice that it’sme. Knowing the
people at the clinic and having
them know me keeps me from
getting sicker.”
“DAWN”
Patient at SCC
“My nurse and my doctor came
to my bedside at the hospital
after surgery, and then my nurse
came to my home. I guess the
only downside is that I stressed
out that my house wasn’t clean
enough for a home visit!”
ANONYMOUS
Patient at SCC
Patients at SCCbenefit from personal
relationships and small town feel.
“Every time I went to my primary
care clinic, I ended up seeing
someone else. They just passed me
around. In 12 months you could
see 12 different doctors, easily.”
“CARA” (62)
Eligible patient with
Family Medicine
“At my clinic in Hayward when
they transferred me to the PA,
I never saw the real doctor again.
I felt like I was in 2nd place.”
“JUAN”
Patient at SCC
Patients have come to accept healthcare
as a series of impersonal experiences.
ELEMENT 5
SCC CARES FOR THEIR PATIENTSLIKE IN THE GOOD OLD DAYSCURRENT PATIENTS ELIGIBLE PATIENTS
“When I call, they already know
it’sme. I don’t have to verify my
identity. They can tell by my
voice that it’sme. Knowing the
people at the clinic and having
them know me keeps me from
getting sicker.”
“DAWN”
Patient at SCC
“My nurse and my doctor came
to my bedside at the hospital
after surgery, and then my nurse
came to my home. I guess the
only downside is that I stressed
out that my house wasn’t clean
enough for a home visit!”
ANONYMOUS
Patient at SCC
From
PASSEDBETWEENPROVIDERS
To
CREATINGPERSONALRELATIONSHIPS
ELEMENT 5
SCC CARES FOR THEIR PATIENTSLIKE IN THE GOOD OLD DAYS
DESIGN
Feel familiar, not foreign
CURRENT PATIENTS
SCChelps their patients thrive with
their chronic conditions.
ELEMENT 6
SCC HELPS PATIENTS TOGET ON WITH LIVING
“After joining SCC I began to feel
like life was about growing again.
I was opening up. I was moving
forward. They encouraged me
to go on a vacation despite my
health issues. Now I am looking
into getting my masters.”
“DAWN”
Patient at SCC
“At SCC they helped me understand the
night shifts were really wearing me
down. My doctor at SCC is helping me
change my schedule…he wrote a letter
to my manager. I’m going to be able
now to take my kids to school, to go to
the gym. I’m going to feel better.”
“JUAN”
Patient at SCC
SCChelps their patients thrive with
their chronic conditions.
“I wanted it fixed, not just a band
aid of medications.”
“CARA” (62)
Eligible patient with
Family Medicine
“I went from specialist to special-
ist to find out what’swrong with
me. The more specialists I saw,
the more they labeled me. In the
end I spent a lot of my time and
energy for nothing.”
“DAWN”
Patient at SCC
Patients tend to focus on finding out
what’s wrong with them, while stalling
in life and not feeling better.
ELEMENT 6
SCC HELPS PATIENTS TOGET ON WITH LIVINGCURRENT PATIENTS ELIGIBLE PATIENTS
“After joining SCC I began to feel
like life was about growing again.
I was opening up. I was moving
forward. They encouraged me
to go on a vacation despite my
health issues. Now I am looking
into getting my masters.”
“DAWN”
Patient at SCC
“My doctor at SCC helped me
understand that the night shifts
were wearing me down. He
wrote a letter to my manager, and
now I’m in the process of
transitioning to a day shift. I feel
lucky that I get so much support.”
“JUAN”
Patient at SCC
From
STALLEDTo
THRIVING
ELEMENT 6
SCC HELPS PATIENTS TOGET ON WITH LIVING
DESIGN
Be optimistic, not dramatic
CURRENT PATIENTS
Patients realize that their health care
is more streamlined at SCC.
ELEMENT 7
SCC SIMPLIFIES THE LOGISTICSOF HEALTH CARE
“At SCC I’m in and out in half an
hour. That’snot just great for me,
but also for my manager because
it’s less time out of my seat. Also,
there are far fewer bills but who
knows, they might still be
coming.”
“DAWN”
Patient at SCC
A patient with scheduled surgery still
had not received authorization from
their insurance the day before. The day
of her surgery, her care coordinator came
in early and spent hours on the phone
with the insurance - with success. She
got authorization just in time sothe
patient could walk into surgery
reassured that her insurance was cover-
ing the procedure.
Patients realize that their health care
is more streamlined at SCC.
“Before joining SCC, I budgeted
one and a half hours for my doc-
tor appointments. After getting to
the clinic, there’swaiting in the
waiting room, then waiting with
a backless gown on, all this
waiting just to see the doctor for
15 minutes.”
“DAWN”
Patient at SCC
“Of course there are many bills.
That’s just what it is.”
“CARA” (62)
Eligible patient with
Family Medicine
Patients accept that health care uses a
lot of their resources, often inefficiently.
ELEMENT 7
SCC SIMPLIFIES THE LOGISTICSOF HEALTH CARECURRENT PATIENTS ELIGIBLE PATIENTS
“At SCC I’m in and out in half an
hour. That’snot just great for me,
but also for my manager because
it’s less time out of my seat. Also,
there are far fewer bills but who
knows, they might still be
coming.”
“DAWN”
Patient at SCC
“My care coordinator saw that one day
before my scheduled surgery, my insur-
ance still hadn’t authorized the proce-
dure, so she came in early to call them.
She must have spent hours and was
successful. She helped me get autho-
rization just in time so my scheduled
surgery could take place.”
ANONYMOUS
Patient at SCC
From
RESOURCEINTENSIVE
To
STREAMLINED
ELEMENT 7
SCC SIMPLIFIES THE LOGISTICSOF HEALTH CARE
DESIGN
Look fresh, clean, uplifting
Communication Approach
TONE
— Approachable and friendly, not threatening
— Appreciative and respectful, not stigmatizing
— Optimistic, not dramatic
— Uplifting, not overwhelming
— Familiar, not foreign
VISUALS
— Eye-catching but not disruptive
— Fresh, clean, uplifting
— Bright, vibrant, warm colors and tones
— A little unexpected
STANFORDCOORDINATEDCARECare with the Patient at the Center
RE(DISCOVER) ENGAGE CONNECT ENROLL ADVOCATE
Question(s)What is SCC
(again)?
Brochure
Business cards
Posters
› Go to website
› Call
How does it work?
Who is it for?
Self-
assessment
Quote carousel
Comparison sheet
Cast of characters/
lay of the land
Video of an Open
House
Capture your
questions page
› Get information
package
› Receive phone call
› Receive invitation
(physical or digital)
to Open House
How do I join and
make the transition?
Comparison sheet
Health plan
worksheet
› Sign enrollment
paperwork
Is it the right fit
for me?
Invitation to Open
House
Quote carousel
Comparison sheet
› Attend Open
House and/or Meet
& Greet
› Attend office hours
with future care
team
› Receive phone call
How do I spread
the word?
Brochure
Business cards
Stickers
› Hand out business
cards to friends/
colleagues
Current
assets
Future
assets
Actions
PURPOSEOF EACHARTIFACT